Moody’s sales representatives book 20% more meetings using Agentforce

Smart sellers, scattered insight

Moody's proprietary data on more than 630 million companies helps banks, businesses, and governments make high-stakes decisions.

Putting that depth to work in a live sales conversation used to mean manual research, one account at a time, across scattered systems. A regulatory action or buying signal could pass before anyone connected it to a relevant customer opportunity, even as large language models increased access to information across the market.

"Buyers have no patience for salespeople who aren't educated on how to solve their problems,” said Noah Berliner, Global Head of Sales at Moody’s. “By the time you reach them, 80% have already done their research — so you'd better have done yours on them."

Timely insights for more effective selling

Instead of leaving its sales reps to piece intelligence together by hand, Moody's built an internal sales recon agent on Agentforce. It can operate in the background for sellers, surfacing relevant insights without requiring manual prompts and helping provide a consolidated, regularly updated view of account information in Agentforce Sales.

What makes this possible is Moody’s proprietary data foundation. The agent brings together Moody’s global entity intelligence — including firmographic data, corporate hierarchies, ownership structures, and regularly refreshed company signals — to help provide a more comprehensive view of each customer. This helps bring together fragmented CRM records into a more unified account view, helping sales reps work from a more consistent source of information.

The sales recon agent continuously monitors available signals such as executive moves, mergers, regulatory actions, and natural disasters alongside Moody’s structured company data and historical context.

For example, if a bank experiences a KYC-related compliance event, the agent can surface relevant signals and context, assist with drafting outreach, and highlight Moody’s solutions that may be relevant for seller review. A headline that might have otherwise slipped the sales rep's notice becomes a specific, timely discussion point for the rep to evaluate. The sales rep reviews, adjusts the message if necessary, and sends, staying in control of every step.

When that outreach lands a meeting, sellers turn to the same agent to prepare. Ahead of the call, it assembles an account brief that brings together customer information, market developments, and insights into where Moody's solutions may be applicable. Research that once required stitching together multiple sources can be completed more efficiently, drawing from a broader set of available information.

"This isn't an efficiency agent — it's an intelligence agent,” said Ben Holloway, Senior Director, Global Strategic Partnerships & Business Development at Moody’s. “When our sales reps show up for a first meeting with a prospective customer, they can enter the conversation with greater context and a better understanding of the customer and their pain points." 

During the meeting, real-time prompts from Agentforce Sales can help the seller spend less time gathering background information and focus more on moving opportunities forward. Afterward, the agent can help document meeting outcomes and support record updates for seller review.

And the story doesn't end with Moody's own sales reps. Together, Moody’s and Salesforce are bringing this capability to market as the Moody's Sales Acceleration agent, coming soon to AgentExchange. Sales teams working in Salesforce can pull Moody's signals, data, and account history into one unified workspace, generate meeting briefs and outreach, and receive AI-assisted suggested next actions for seller review.

Trusted data behind seller insights

The sales recon agent’s performance is supported by data architecture designed to stay on top of up-to-date information, and that process starts before insights are surfaced to sellers.

Much of Moody's intelligence lives in large enterprise systems full of duplicate records, mismatched addresses, and formatting differences. Before that data can be used to support AI-driven workflows, it has to be curated. Informatica sits on top of Moody's sources to discover, profile, and apply data quality rules at the source, without moving the data. It helps identify duplicate records, standardize formats, apply data quality checks, and reconcile information across systems, helping transform fragmented data into a more standardized, consolidated record.

From there, Data 360 and MuleSoft help support access to data across systems. Data 360 connects Moody's proprietary datasets in Databricks using zero-copy integration, allowing sensitive data to remain in its original location and governance structure without requiring duplication. The agent can access Moody’s key data assets in near real time, including company ownership data, news and event signals, and third-party due diligence workflow data. MuleSoft orchestrates the APIs that connect Moody's broader environment, bringing in operational data that is approved for integration — such as meeting recordings from Teams and communication history from email — with near real-time availability.

Together, these technologies help bring together Moody’s proprietary datasets with Salesforce data — including account details, opportunity history, and contract records — helping provide the sales recon agent with a more comprehensive view of customer information.

"Agents can make garbage sound truthful," said Holloway. "That's exactly why trusted data is nonnegotiable — the CRM becomes a critical part of the brain, and if that data isn't right, that impacts the trustworthiness of the brain."

More meetings, improved deal velocity

Active users — those who use the sales recon agent at least twice per week — recorded seeing a 20% increase in meetings compared with non-users. They have moved approximately one-third more opportunities into mid-funnel stages and reached the trial stage up to 32% faster. These results may reflect the benefits of walking into sales conversations better prepared and with less ground to cover in discovery. 

New reps feel it too: Onboarding time has been reduced by approximately 50%, with recent hires beginning to secure meetings within weeks. Adoption has climbed past 61% and continues to increase. Notably, many early adopters quickly embraced the technology and incorporated it into their sales workflows.

The same intelligence is already generating interest across the organization beyond the sales floor. Teams across legal, finance, HR, and marketing are exploring where it fits their own work.

"Prep used to be a painful, manual process that felt like busywork," said Julia Nolf, Head of Global Sales Operations & Enablement at Moody’s. "Now the conversation is less about whether preparation happens and more about how efficiently sellers can prepare and what they’re actually bringing into the conversation."

Why Moody’s chose Salesforce

Native to existing Salesforce environment

A few things about Agentforce gave Moody's the confidence to move forward. It was already part of the CRM its sales reps worked in every day, reducing the need for additional tools and minimizing integration requirements. Activating it was largely a matter of turning it on. And unlike other solutions sitting outside core business processes, Agentforce supports action directly inside Salesforce workflows.

Deployed engineering and co-build

Salesforce embedded deployed engineers alongside Moody's AI team to help it turn its sales recon concept into a live agent. Over a sustained build, this hands-on partnership helped the team move from concept to a production-ready agent, develop its custom "learning loop" capability, and work through early technical hurdles with Salesforce product teams on hand.

Co-reated AgentExchange offering

The sales recon build didn't stay inside Moody's. Together with Salesforce, the two companies packaged the agent as a joint AgentExchange offering, making Moody’s proprietary data available within partner ecosystems and turning an internal tool into a new distribution channel — what CEO Rob Fauber described as supporting durable growth.

Enterprise-grade security and governance

Built-in Agentforce Trust Layer features like data masking, zero retention, and enterprise-grade security help protect Moody's proprietary data. This is especially important for customers in regulated industries that operate within established data governance and regulatory standards.